Google is Reportedly Readying a Mobile Payment Service for India (Sep 14, 2017)
Google is reportedly getting ready to release a new mobile payment service explicitly for the Indian market, with localizations intended to integrate with payment mechanisms unique to that country. The name is Tez, which means fast in Hindi, and it’s just the latest example of big tech companies making significant local adaptations to their products, services, and business models to fit into India, along with Amazon’s forthcoming first party smartphones (which I’m assured are launching soon), Apple’s local manufacturing, and Facebook’s work with local wireless operators and others. Other than its local manufacturing and fairly standard language support, though, Apple has largely resisted localization in India, unlike China, where it’s made far larger concessions to local customs and platforms. Others are arguably willing to bend their usual rules more to be successful there than Apple is, despite Tim Cook’s frequent remarks about how important the market is. That may need to change if Apple is really to break through, though there continue to be big additional barriers to Apple building a big business there (notably income levels).
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